1.Marketing Principles
Case study of Osim International Ltd
A. Definitions of Marketing The activities of a company associated with buying and selling a product or service. It includes advertising, selling and delivering products to people. People who work in marketing departments of companies try to get the attention of target audiences by using slogans, packaging design, celebrity endorsements and general media exposure. The four 'Ps' of marketing are product, place, price and promotion. It includes research, targeting, communications (advertising and direct mail) and often public relations. Marketing is to sales as ploughing is to planting for a farmer—it prepares an audience to receive a direct sales pitch. Marketing is traditionally the means by which an organization communicates to, connects with, and engages its target audience to convey the value of and ultimately sell its products and services. However, since the emergence of digital media, in particular social media and technology innovations, it has increasingly become more about companies building deeper, more meaningful and lasting relationships with the people that they want to buy their products and services. The ever-increasingly fragmented world of media complicates marketers’ ability connect and, at the same, time presents incredible opportunity to forge new territory. Marketing is a really great way to identify what grabs people and gets them excited about your brand and give it to them, involve them in the process. B. Satisfaction of customers’ needs and wants

Customer satisfaction refers to the extent to which customers are happy with the products and services provided by a business. Customer satisfaction levels can be measured using survey techniques and questionnaires. Gaining high levels of customer satisfaction is very important to a business because satisfied customers are most likely to be loyal and to make repeat orders and to use a wide range of services offered by a business. There are many factors which lead to high levels of customer satisfaction including; Products and services which are customer focused and thence provide high levels of value for money. Customer service giving personal attention to the needs of individual customers and after sales service - following up the original purchase with after sales support such as maintenance and updating (for example in the updating of computer packages). C. Marketing Audit

The marketing audit is a fundamental part of the marketing planning process. It is conducted not only at the beginning of the process, but also at a series of points during the implementation of the plan. The marketing audit considers both internal and external influences on marketing planning, as well as a review of the plan itself. The marketing audit is basically a structured analysis and review of your current marketing activities carried out through an examination of your marketing strategies, tactics and objectives. The audit is also undertaken to highlight problem areas and identify opportunities with a view to recommending a plan of action to improve the overall marketing performance for the company. The Audit consists of two key areas; the external audit and the internal audit and should normally be undertaken, at the very least, on an annual basis as part of your overall business planning and objectives. The marketing audit also proves to be an extremely useful tool when contemplating market entry as it allows your management team to assess the attractiveness of the market in which it seeks to enter. The external audit takes into consideration the overall MACRO environment such as political, economic, social/cultural, technological, environmental and legal factors that may or may not affect your business activities. It also encompasses your competitive environment known as the MESO environment, i.e. what and who are you competing against and how could this threaten your current market share and...

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Introduction –
I’m a newly appointed marketing manager, I am required to carry out a market environment situation analysis.
2.1
Micro – Some of these factors are connected with the company and affect the business. These factors have an massive impact on businesses and if not taken care of, it could destroy a business. A few examples of micro environments are customers, trade unions and banks.
Micro Internals – Micro internal factors are that factors that can be controlled such as capital assets and material.
Macro – Factors that can’t be controlled but very important when marketing a product. These factors should be always under watch as it implies that you stick with legislations laws.
Below I have created a table illustrating what factors contribute to each environment.
MACRO ENVIRONMENT
MICRO ENVIRONMENT
INTERNAL ENVIRONMENT
Media
Population change
Carbon neutral
Smart phones
Recession
Inflation
Media
Banks
Employees
Customers
Suppliers
Distributors
Trade Unions
Materials
Machinery
Employees
Capital assets
Company policies
Company procedures
PESTEL Analysis
PESTEL stands for Political, Economic, Social, Technological, Environment & Legal.
Below I have created a table illustrating the PESTEL analysis.
Political
Foreign Trade
Government Policy
Tax
Economic
Inflation
Growth
Unemployment Rates
Social
Population growth
Age
Career
Technological
Distribution...

...﻿Marketing as selling has two main concepts, which are making profit much as possible and satisfying customer’s need. Before making any profit. A well-managed company is able to identify and specify itself. That includes making targets for its ideal customer. Analysis and strategies help the company in achieving a higher possibility for success in the business.
Segmentation methods
Segmentation involves diving a broad target market into subset of consumers who have common needs and priorities. A theory in psychology proposed by Abraham Maslow describing the stages of human needs, called Maslow’s hierarchy of needs
Segmentation helps businesses in finding an approach to develop product strategies. Marketers can segment by dividing markets into different groups:
Geographic -nations, states, regions, countries, languages, cities, neighborhoods, or postal codes.
Demographic - age, gender, the amount of income, the ethnicity or religion of the market and the family life cycle
Psychographic – it consider how the consumers spend their leisure so called lifestyle
Benefits – economic benefits by the consumer
Behavior –consumers’ loyalty
Macro- and micro- environmental
Environment, customers, and competitors. Both the macro (Internal)-environmental factors that affect many firms within the environment. Environment are politicial, natural forces, cultural, legal and technological factors. Only big companies may have a big influence on the...

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Marketing Plan
Stephanie Fox, Joe Rizzo, Donna Spence, Ryan Wing
MKT 421
Tammy Fernandez
November 12, 2007
Coffee, the choice of many people for their morning and afternoon pick-me-up or the choice for anytime of day. Millions of people drink coffee. Starbucks has become the leader in the coffee industry, offering gourmet coffees with various blends available to the customers. Although, the company is quite pricey, Starbucks customers are hooked on the unique flavors and the fines gourmet roasted coffees that the company offers. However, Team B is getting ready to introduce a marketing plan for a new product for the Starbucks line for the holiday season. In this paper, team B will give an overview of the Starbucks organization, a description of the new Café Brulot product, an explanation of the importance of marketing to the Starbucks organization, and a SWOT analysis of the new product that will be introduced.
Starbucks Coffee was founded in 1971 in Seattle’s Pike Place Market. The company was named after the first mate in Moby Dick (Wikipedia 2007). The mission statement of Starbucks is to establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow (Starbucks 2006). Currently Starbucks offers more than 20 blends of coffees, hand-crafted beverages, hot espresso beverages and Tazo teas....

...﻿1.1 Explain the various elements of the marketing process
“Marketing is a business activity in which the organization, in order to satisfy the demands of the industry, decides the preferred items and/or solutions, familiarizes them with consumers, determines prices, arranges the product sales and impacts clients.” (Liu G 2011) The above definition is describing the core intention of promotion. “Marketing is the process used to find out which items or solutions may be of interest to clients, and the way to use in product sales, marketing communications and company development.” (Kotler P, et al 2009).
Situation analysis
It usually includes two sections: the company must analyze the industry to figure out its client needs, and then it must analyze itself to understand what needs it can satisfy. As such, situation analysis is often seen as an exterior environmental research and an interior research of the company’s capabilities and resources. These two studies are usually carried out according to specific models which identify the most key elements in the inner and outer contexts.
Marketing strategy
It is created from the situation analysis. This stage includes determining the areas where the company’s abilities and sources will enable it to satisfy recognized client needs better than its competitors can. Once these opportunities have been recognized, a strategic plan can be prepared, based on...

...how businesses implement the following marketing concepts:
• Markering Cycle
• Marketing Concept
• S.w.o.t analysis
• P.E.S.T Analysis
• Segmentation
• Targeting
• Positioning
• Costs and Benefits
Assessment Criteria 1.1: Explain the various elements of the marketing process
Marketing puts customers at the centre of a firm's activities. Rather than producing goods and services and then seeing if people buy them, companies should focus on understanding customers' needs and meeting these needs better than the competition.
Marketing is essentially for Coca Cola as it’s about satisfying the needs of customers efficiently and effectively, so Coca Colas marketing managers must continually looking for evidence of changing needs. They must also look for factors that might affect its ability to turn inputs into outputs efficiently and effectively.
A full understanding of customers' needs leads to the development of products that will satisfy those needs better than the competition. Companies cannot hope to understand each customer individually, so instead we must talk about segments of buyers who share broadly similar characteristics. We go on, therefore, to discuss the bases for market segmentation.
The elements of the marketing mix – the set of decisions which marketing managers make in order to configure their total product offer so that it...

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Contents
1.0 Introduction
1.1 Marmite
2.0 Consumer Behaviour
2.1 Motivations and involvement
2.2 How Marmite attempts to attract and retain customers
2.3 Appealing to attitudes and values
3.0 Marketing Mix
3.1 Product
3.2 Price
3.3 Place
3.4 Promotion
4.0 Conclusion
4.1 Recommendations
4.2 Conclude
5.0 Reference
Word Count 2154
Principles of Marketing Assignment
1.0 Introduction
The purpose of this report is to evaluate Marmite, using appropriate behavioural theories to analyse how the brand attracts and retains its customers through decision-making processes, motivation, values and attitudes. Applying a marketing mix analysis of the product with alternative marking models and strategies.
1.1 Marmite
The Marmite food company opened in 1902 based in Burton on Trent where its production still resides today. It is made from brewer’s yeast and famed for its strong savoury taste along with its nitrous value, offering important B victims. It is available in 125g, 200g and 500g jars as well as 200g and 400g squeeze bottles. In 2010 marmite launched an extra strong variation, Marmite XO. The brand has also expanded into snacks with breadstick, rice cakes, flatbreads and cheese all being available to the UK market (Unilever 2014). The spread can be found in all major supermarkets along with selected smaller chains and independent retailers.
The market for savoury spread is...

...shoes and last but not lest an umbrellas.
Marketing Environmental Analysis
The marketing environment consists of a Microenvironment and a Macro environment. The microenvironment deals with internal factors. which could affect the company's ability to service its market, such as competitors, suppliers, distributors and consumers.
The macro environments are those factors, which are outside the control of the company. They include social, cultural, political, economic and technological changes. They vary constantly, often with no predictability. Primarily, it is these changes that can cause the most significant threats and opportunities to a business
The Micro- Environment
Competition
The 'No Worries' clothesline is an original product, which people will inevitably copy over time, making competition something to worry about in the next 5 years. Competitors will cause a major threat to business. They can compete with prices, making it more attractive to the customer to shop at their outlet. They can make their version of the product more attractive, i.e., more features.
From what learned in my marketing class, I have discovered that consumers want quality value for money and will build a strong loyalty to those who provide they truly are loyal to their customers.
Customers
I understand my company will have to be customer focused, as we are a marketing...